In reality, you "short" a stock by purchasing a Put option. For example, these are made up numbers, but if you thought Apple would tumble on earnings and wanted to short it, you'd buy, say, $525 put options. This is a contract to sell 100 shares of apple at $525. It's worthless if they trade above $525 but if it drops below, you're in the money.
Suppose you pay $150 per contract, and you short 1000 shares -- 10 contracts. The most you can lose is $1500. And if the stock tumbled down to, say, $475, you would make $525-$475 = $50 * 1000 shares = $50,000, or $48,500 profit.
But the most you can ever lose is what you paid for the options.